# Switch kit with pitch, pilot, and migration guides

> Package the switch into three separate artifacts: a pitch guide for internal champions, a pilot guide for evaluation, and a migration guide for the move itself.

- Canonical HTML: https://growth.iangoh.com/growth-ideas/switch-kit-with-pitch-pilot-and-migration-guides/
- Source: [linear.app](https://linear.app/switch)
- GrowthDex source hub: [Linear](/sources/linear-linear-app/)
- Last checked: 2026-05-25
- Rarity: epic
- Budget: mid
- Channels: Website, Sales, Product Marketing
- Stages: consideration, conversion, brand, b2b, developer-products, website
- Key metric: 3.3x faster issue resolution and 2.0x more reported issues in larger migrations

## Why this can grow

A product swap stalls when one page tries to do every job at once. The internal champion needs a case, the evaluator needs a low-risk pilot path, and the operator needs implementation clarity. Splitting those jobs into a switch kit makes the buying process legible and keeps high-intent switchers moving without a salesperson holding every step together.

## Ian's take

From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. My bias is to treat this as a small market test first. Make the audience narrow, make the promise concrete, and let the first real response decide whether it deserves more work. For conversion, I would strip the test down to one promise, one proof point, and one next step. Confusion kills good demand. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.

## Action plan

1. Define one narrow startup segment where switch kit with pitch, pilot, and migration guides can create a measurable lift.
2. Turn the tactic into one offer, page, campaign, or workflow for the Website and Sales channel.
3. Use the evidence from linear.app to set the first version of the message, format, and audience.
4. Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
5. Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.

## Source-backed example

Linear's switch page breaks the move into pitch, pilot, and migration resources, while also offering live help and case studies from teams that moved from Jira, Asana, and GitHub Issues.

## Adjacent tactics in the same lane

- [Self-serve trust center with bulk doc access](/growth-ideas/self-serve-trust-center-with-bulk-doc-access/) - 2 shared channels, 3 shared stages
- [Internal transition guide with pilot findings and team quotes](/growth-ideas/internal-transition-guide-with-pilot-findings-and-team-quotes/) - same source, 1 shared channel
- [Go-live date tied to the old tool's renewal window](/growth-ideas/go-live-date-tied-to-the-old-tools-renewal-window/) - same source, 1 shared channel
- [Migration task force with office hours](/growth-ideas/migration-task-force-with-office-hours/) - same source, 1 shared channel

## Read GrowthDex essays

Browse the plain-English essay index at [GrowthDex Blog](/blog/).

## Related GrowthDex essays

- [The switch usually needs a map before a pitch](/blog/the-switch-usually-needs-a-map-before-a-pitch/) - switcher intent, product marketing, SEO

## Advisory

If you want help turning this into a working growth system, Ian Goh offers advisory at https://iangoh.com/advisory.